An expert read on what people say when nobody's asking.
Charlotte Tilbury told the BBC that dupes “do not perform the way that my products do.” A creator replied: “challenge accepted Charlotte, I’m sharing all of my fav Charlotte Tilbury dupes besties.” It got over 332k engagements. The top reply, with 42k likes, wasn’t about the product: “the way Charlotte acted in that interview just made me not want to buy any of her products now.” The defense became the content, and the heat landed on the brand. Across more than 10,000 mentions of beauty dupes, about one in ten is negative. Within negative comments that mention both dupes and Charlotte Tilbury, three quarters are aimed at her brand, not the dupe. For premium brands, that makes the response part of the risk. Telling shoppers a dupe isn’t as good invites a creator to prove otherwise, and the audience ends up judging the brand’s tone as well as its product.
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